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How to Enhance Your Online Advertising Campaign

With the elimination of sidebar ads, the first 4 spots in the “top” position on the desktop search engine results page (SERP) are highly coveted. This competition may ultimately increase the cost per click you pay as more marketers see the benefit of pay-per-click (PPC) advertising. Many advertisers are now trying to figure out a way to improve ad position without spending more money. As you may already know, your ad position in the SERP is based on how much you are willing to pay per click and your ad’s Quality Score. If you do not want to increase your Google AdWords budget, your only option is to improve Quality Score.

How do you get an excellent Quality Score? First, you must know what factors influence Quality Score. The main factors influencing Quality Score are Ad Relevance, , and Landing Page Experience. Today we will focus on a few steps to take to improve your Ad Relevance.

What is Ad Relevance?

According to Google, Ad Relevance is “a keyword status that measures how closely related your keyword is to your ads.” In other words, this describes how well the keywords you have chosen match the text you have chosen to use in your ads. When someone searches for your keyword and your ad shows up, is the text written relevant to their search? Here are some ways to determine how your keywords and ads are stacking up!

First, take a look at your keywords within the Google AdWords platform. In order to see the ad relevance status of your keywords, go to the Keywords tab and hover over the speech bubble icon next to the keyword. Every single keyword will have an associated status. Keywords that are “average” or “above average”are a good indication that there are no major problems and that your ads are well matched to your keyword. Good job!

How to Improve Your Ad Relevance

If you have “below average” status, you shouldn’t worry. You can now take some steps to improve your campaign structure, keywords, and ad text. Here’s what to do:

1. Create Themed Ad Groups

By grouping similar keywords within highly themed ad groups, you will ensure that you can write specific ad copy that matches your selected keywords.

2. Use Keyword Insertion

When you decide to utilize this strategy, your ad will appear differently to each person, based on what they type into google as their search query. By doing this your ads will appear more relevant to more searches. This will also entice more users to click on your ad because you are, so to speak, reading their mind. Fair warning though, this is a technique that should only be used by experienced PPC-ers!

3. Re-Evaluate Your Ad Copy

Lastly, take a step back and make sure that your ad copy contains your main keywords in your ad group. You can also make sure that the keyword shows up in your display.

So Now What?

Always remember to review Google’s AdWords Policies to make sure that your ads are compliant. Not sure if you can handle Online Advertising on your own? Weigh your options.


Kirby VanderHorck, Online Advertising Specialist
About the Author

Kirby is an Online Advertising Specialist at OMNI. She directs the strategy and implementation of advertising campaigns for clients, including search engine advertising and social advertising, driving traffic to their website and profit to their business.

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